Starwood (HOT – $38.97) has announced the introduction of “element, inspired by Westin,” a new hotel brand with an identity deeply rooted in well-being and environmental sustainability.

The creation of this brand demonstrates Starwood's effort to be the first mover in the United States to create a brand comparable to the Scandic Hotels brand of hospitality. Scandic was a pioneer in developing its own “green” criteria long before the term took root in the States.

The greatest pitfall that the hospitality industry faces in its effort to turn “green” is a sacrifice of thoroughness for speed. In other words, moving too quickly and implementing eco-light style initiatives that only reinforce the image of hotel environmental programs as “greenwashing” and lacking in true substance. This appears to be what is happening in the case of the element brand.  Despite the large amount of exposure the brand has received, no properties are open yet, and the webpage makes only sweeping, general claims about its eco-friendliness.  Property images are in the form of computer renderings and no mention is made of the ways in which the brand intends to deliver on the promises it is making.

element isn’t just a bad move for Starwood, it’s a bad move for the entire industry and will damage the reputation of other honest efforts to pursue corporate responsibility in the lodging sector.

Disclosures: I do not own HOT stock. I'm holding out for something with hotter growth prospects.

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Photo:Wallyg, Creative Commons, Flickr